The Pontiflex Blog

The Ideal Time Window

July 16, 2009 at 3:01 pm Arun Krishnan Leave a comment

The fact that moms are a powerful force online is well known by now.  The “marketing to moms” story has made its rounds not just through the industry trades, but to mainstream media as well. What the story hasn’t covered often is the importance of timeliness when engaging online moms.

There’s an ideal window of time during which marketers (especially CPG and retailers) can speak to moms in relevant ways. It’s a challenge: brands need to target moms in a timely manner and then build brand loyalty within a relatively short amount of time. For a brand like HUGGIES, who is marketing to expectant and new moms, that window is even shorter (0-48 months).

By mixing old and new advertising methods, marketers can connect to moms and build brand loyalty in a timely manner:

1. Use performance advertising to reach the consumer quickly:

Performance advertising is more cost-effective; it also allows advertisers to get in front of the target consumer in a more timely way. CPC and CPL advertising allows marketers to connect with moms that are seeking out information or discounts and seeking the web. Through performance marketing, brands can acquire the contact information of the mom (first name, last name, email address, etc) for a fraction of the cost of CPM banners – within a fraction of the time (because there’s no click-through drop off).

2. Use engagement to build brand loyalty:

Next, build brand loyalty in a relatively short time period. Marketers can engage the mom in highly relevant ways once she has given them her contact information, and the permission to contact her. There are several examples of marketers engaging moms innovatively: Graco Nation, Kimberly Clark, Daily Candy, etc.

Read more in our latest article in MediaPost.

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